Bangkok: The Tourism Authority of Thailand (TAT) is celebrating a remarkable surge in interest following their collaboration with world-renowned artist Lisa, which has garnered a staggering 650 million views within just three days. Ms. Thapanee Kiatpaiboon, Governor of TAT, disclosed that this initiative is part of a broader strategy to elevate the image of Thai tourism on a global scale, focusing on attracting high-end tourists under the "Values over Volume" strategy, with a target to surpass 3 trillion baht in tourism revenue this year.

According to Thai News Agency, the campaign, featuring Lisa as a brand ambassador, has not only achieved significant digital engagement, with an engagement rate exceeding 10%, but has also translated into tangible tourism growth. The TAT's strategic shift from promoting major landmarks to offering unique "experiences and feelings" is encapsulated in its flagship campaign, "Amazing Thailand: Healing is the new luxury." This campaign emphasizes the emotional value of relaxation and mental rejuvenation in Thailand, positioning luxury as an experience rather than material goods.

Ms. Kiatpaiboon highlighted that the "Lisa Effect" is evident across five regions of Thailand, notably inspiring increased tourism in locations such as the Red Lotus Sea in Udon Thani province. This surge in visitors has provided a boost to small businesses and local communities, who have capitalized on the trend by creating new products like 3D lotus-shaped ice cream. Additionally, TAT has leveraged artificial intelligence to generate promotional content, ensuring that tourism benefits are distributed across all regions of the country.